It was a clinical scene that’s not for the faint-hearted. Models were seen carrying severed heads while walking between operating tables in a mock hospital set for the Gucci FW18 show in Milan, led by Alessandro Michele.
Gucci presented the proposal of the Fiorentina House for next season. With tiled ceilings and bright spotlights, Gucci lit-up a “waiting-room” style show space completed by a minty green and blue hospital colour scheme.
According to the brand, the set’s medial theme echoes the work of a designer. The laborious act of cutting and reconstructing materials to create something new, a new personality and identity in fabric. Introduced by the sound of a heartbeat monitor, guests entered the venue through fire doors with panic bars – following the interesting plastic vacuum sealed invitations sent out before the show.
“The concept reflects the work of a designer. The act of cutting, splicing and reconstructing materials and fabrics to create a new personality and identity with them.”
As for the collection, colour was definitely visible. The show saw Baroque airs, caps, jackets, masks and some rather ugly sneakers which certainly raised a few eyebrows. season highlighted a fair mix of cultural references, making the runway more equal for all. Sikh turbans and Kabuki masks were seen in the mix; great for cultural integration and connection through fashion.